Virtuoso has announced the launch of an Ultra-High-Net-Worth (UHNW) business division to expand into the exclusive luxury goods and lifestyle sector.
With a captive luxury market, the new division seeks to cross-promote other high net worth items such as jewelry, watches, fashion, art, culinary, wine and spirits, automotive, and wellness. By expanding partnerships beyond travel, Virtuoso says it aims to ‘redefine its clientele's luxury experience.’
Shelby Donley takes on the role of General Manager of the new division, having built up experience working with the ultra-affluent as a Virtuoso travel agency owner and working most recently as Special Advisor to Virtuoso’s Chief Operating Officer Brad Bourland.
“The establishment of our UHNW division marks a transformative moment for Virtuoso, enabling us to build stronger relationships with ultra-luxury brands and deliver an unparalleled level of service to our most discerning travelers, and Shelby’s profound expertise in the UHNW market make her the perfect choice to lead this initiative. This is a pivotal step in our ongoing commitment to providing extraordinary value to our members, advisors and partners,” said Brad Bourland, Virtuoso’s Chief Operating Officer.
“This new initiative is yet another example of how Virtuoso co-creates with its members, advisors and partners,” said Matthew D. Upchurch, Chairman and CEO of Virtuoso.
